Chicago Symphony Unveils Rebrand Ahead of Klaus Mäkelä's Arrival

The Chicago Symphony Orchestra Association will now be known simply as Chicago Symphony, according to an announcement by the orchestra's nonprofit parent organization. The rebrand, revealed on September 24, 2026, introduces a new naming convention, a new logo and a fresh identity for the institution's Michigan Avenue home.

Symphony Center, the orchestra's Michigan Avenue venue, will now be called "Chicago Symphony Center." The changes extend to the front of house: ushers who greet and seat guests will wear updated red uniforms.

The rebrand arrives as the CSO prepares to welcome its next music director, Klaus Mäkelä. The Finnish conductor's appointment marks a generational transition for the orchestra, and the organization has timed its new public identity to coincide with it.

Jeff Alexander, the organization's president, framed the change around the institution's core name. The rebrand is "really to focus everything we do on the words 'Chicago Symphony,' which are so important to us," Alexander said.

Ryan Lewis, the organization's head of marketing and sales, described the strategy in broader terms. "This is an opportunity for us to clarify who we are, and it allows us to reintroduce ourselves as the organization Chicago Symphony and really lay the foundation for the next decade and beyond," Lewis said. "We want people to feel welcome, that everyone belongs, that they feel a sense of excitement about the future."

The uniformity of the new naming structure is central to the plan. By collapsing the association, the venue and the orchestra itself under the words "Chicago Symphony," the organization aims to present a single, streamlined brand to audiences, donors and the city.

The visual overhaul touches every point of contact a visitor has with the institution, from the signage on Michigan Avenue to the uniforms worn by staff at the door. The new logo replaces the previous mark across the organization's materials.

Lewis's reference to "the next decade and beyond" signals that the leadership views the rebrand as more than cosmetic. The Mäkelä era, combined with the clarified identity, sets the terms for how Chicago Symphony will present itself to new audiences in the coming years.

For an institution of the CSO's stature — one of the so-called "Big Five" American orchestras — the decision to simplify rather than expand its name is a deliberate statement. The bet is that two words, "Chicago Symphony," carry enough weight to anchor everything the organization does.